From Hobby to Hustle: Harley Finkelstein’s Vision for Turning Your Passion Into a Business

The Golden Age of Turning Hobbies Into Businesses

Some hobbies are meant to stay hobbies. But what if the thing you love doing—your passion project, your late-night escape, or that thing you’d do for free anyway—could also become your business? Harley Finkelstein, Shopify’s president and an unwavering advocate for entrepreneurs, believes we’re living in a golden age where anyone can transform their hobby into a business. And, spoiler: he’s seen it happen thousands of times on Shopify.

In a recent post, Finkelstein broke down why hobbies are a hidden goldmine for business ideas—and why too few people are exploring this path. His message is clear: if you’re already creating, crafting, or doing something you love, why not see if it could turn into something bigger?

The Pandemic’s Unexpected Gift: Rethinking Work and Play

One of Finkelstein’s most compelling insights is how the pandemic shifted our relationship with work. Suddenly, millions of people were at home with more time on their hands. Hobbies that were once squeezed into weekends or late nights took center stage. For many, these hobbies became lifelines—a way to stay creative, grounded, and connected.

But something unexpected happened: people started asking, What if this could be more than just a hobby?

They began testing the waters, selling what they were making or doing for fun. Candles, sourdough bread, hand-knit scarves, digital art, homemade jewelry—you name it. Entire businesses were born out of these pandemic-era hobbies, and Shopify became the platform that turned their dreams into reality.

The Leap From Hobby to Business Isn’t as Big as You Think

Finkelstein’s message cuts through the fear that stops so many aspiring entrepreneurs from taking the leap. The truth is, the gap between a hobby and a functioning business isn’t as wide as people think.

He gives an example that’s simple, relatable, and downright charming: Imagine you’re a grandparent who loves making blankets for your grandkids. But now, you’re producing more blankets than they could ever need. Why not turn that passion into BubbiesBlankets.com?

With Shopify, setting up a store takes minutes. From there, you can find Facebook communities that love handmade goods, share your creations on Instagram stories, and let the world decide if there’s something there. It’s not about starting perfectly; it’s about starting.

What Stops People From Turning Their Hobbies Into Businesses?

Finkelstein acknowledges the hesitation many feel. Fear of failure. Concerns about cost. The worry that it might not work. But he flips the script, reminding us that the stakes are lower than ever:

What if your hobby becomes a steady side hustle?

It could bring in $10,000 a year while still being something you love doing.

What if it’s a stepping stone to a full-time business?

A small step today could lead to a life-changing opportunity.

What if that idea you’re sitting on has billion-dollar potential?

You don’t know unless you try.

Finkelstein’s point is simple but profound: you don’t know until you try. And trying is easier than ever. With tools like Shopify, you don’t need a massive budget or a business degree. You just need the courage to take the first step.

The Age of Democratized Business

What makes this era so exciting, according to Finkelstein, is how accessible entrepreneurship has become. Platforms like Shopify have democratized commerce, making it possible for anyone with a good idea and a little hustle to start selling globally.

Unlike in decades past, when starting a business required huge upfront investments, today’s tools allow you to test ideas with minimal risk. You don’t need to launch with a warehouse full of inventory or a full-fledged marketing plan. You can start small—selling a few handmade items, offering services, or experimenting with digital products—and scale as demand grows.

This isn’t just about creating billion-dollar brands (though Finkelstein’s seen those too). It’s about the quiet victories: the artists, crafters, and creators who’ve turned their passions into sustainable side hustles or fulfilling careers.

What Hobbies Are Hiding in Plain Sight?

Finkelstein’s challenge to aspiring entrepreneurs is both practical and philosophical: take a closer look at the things you’re already doing. What skills, passions, or talents are you undervaluing?

Are you:

• A home baker constantly perfecting new recipes?
• A graphic designer who creates for fun in their downtime?
• A crafter who knits, paints, or builds as a way to relax?
• A gamer who’s built an audience streaming content online?
• A fitness enthusiast with a unique approach to workouts?

These hobbies, Finkelstein argues, aren’t just pastimes—they could be the seeds of your next business.

It’s Never Been Easier to Start

The tools are here. Shopify makes it easier than ever to set up an online store, reach your audience, and start selling. Social media platforms allow you to tell your story and connect directly with potential customers. Communities exist for every niche imaginable, creating built-in audiences for nearly anything you can dream up.

The hardest part? Taking the leap.

Finkelstein’s Final Word: Test It

One of the most compelling takeaways from Finkelstein’s post is his advice to “test it.” You don’t need to have everything figured out. You don’t need to know if it’ll be wildly successful. Start small. Let the world decide if your hobby has legs.

Because here’s the thing: even if it doesn’t become a full-time business, you’ve lost nothing. You’ll still have your hobby. You’ll still have something you love. But if it does take off, you could be sitting on an opportunity that changes your life.

In Finkelstein’s words, too few people consider entrepreneurship as a path to do their life’s work. But if there’s something you love, something you’re good at, and something you’d do anyway, why not see if it can grow?

The next great business idea might already be in your hands. The only question is, will 2025 be the year you give it a shot?